Fairway brand standards

Brand StandardsGuidelines for the Presentation, Publication and use of the Fairway Independent Mortgage Corporation Brand

Effective May 2011

Brand Elements

3 Brand Promise 4 Logo 5LogoSizeSpecifications 6AdvertisingRegulations 7 Typography 8ColourPalette 9Photography 10GraphicElementsBrandingCollateral 11Letterhead 12Envelopes 13BusinessCards 14PowerPoint 15Brochures 16Flyers 17Websites 18Emails 19MarketingContact

Table of Contents

Introduction

It is imperative that these guidelines be adhered to by all employees, and by outside suppliers and vendors. Every attempt has been made to present these directives in a clear and concise manner. Incorrect application of these guidelines may result in costly corrections, reprinting or reconstruction. Fairway Independent Mortgage Corporation must enforce these brand standards in order to obey mortgage industry advertising regulations.

Why Effective Branding is Important to Fairway Independent Mortgage Corporation• Build creditability for originators and corporate • More easily and effectively retain members and recruit new ones• Comply with mortgage license regulations

The Fairway Independent Mortgage Corporation Positioning StatementThe positioning statement is used only internally to ensure consistency of all brand touch points and messaging.

“We are a service organization built to support the best people in the mortgage industry. At Fairway we work with you, the branch manager, the loan officer, the client...”

Our objective is to provide an atmosphere in which each branch can make the “Fairway experience” be exactly what they want it to be for themselves and their families. We provide the systems and the culture that enable each of our branches to grow in the residential mortgage finance industry.

We create “Raving Fans” by providing customer service that is “Legendary”, not just “Satisfactory”.

Brand Promise

1

Logo The logo consists of Fairway Independent Mortgage Corporation lettering (in the Optima LT STD Bold typeface) and a line under the Fairway wording. These elements have a fixed relationship and must never be separated, modified or altered in any way and must be presented in approved colours and font only as outline in these guidelines. The Fairway Independent Mortgage Corporation Brand mark may not be used for commercial use or by any unauthorized individual or organization.

Do Not: Incorrect Use of the LogoCertain situations are completely unacceptable in portraying the Fariway Independent Mortgage Corporation logo. They are: • DO NOT alter the log in an any way (e.g., the color of any logo element, or recreate any logo element).• DO NOT distort (stretch or condense) any components of logo element, horizontally or vertically, in order to fit a space. You may, however, enlarge or reduce the logo proportionally to fit. • DO NOT print the logo on visually competitive backgrounds, such a plaid, waves, etc...• DO NOT reproduce the logo with a screen of color when it is intended to be the primary signature of the organization.• DO NOT place any logo element on an angle.

Logo

2-Color Logo 1-Color Logo (Black on White)

Consistency of color is as important as consistency in use of the logo. PMS colors will look slightly different printed on coated an uncoated stocks and on Web pages. Please do not deviate from this color under any circumstances. Regardless of the format, the color scheme of the logo remains consistent, however, it may be used in Black If necessary, the logo color can be revised with proper approval.

For applications when logo cannot be applied appropriately due to space and/or color limitations. Please write out the company’s full name (see below)

Fairway Independent Mortgage Corporation Fairway Independent Mortgage Corp.

FIMC (if you need to abbreviate the company name)

DO NOT shorten the company’s name to Fairway or Fairway Mortgage

2

FF

F

FClear Space

As seen in this diagram, the clear space around all sides the Fairway Independ-ent Mortgage Corporation identity should be equal to the size of the “F” (36 pt, Optima Std Bold)

Minimum Space

To ensure quality and readability, the minimum size of the Fairway Independent Mortgage Corporation brandmark should not be less than 3.75 cm (1.5 inches wide)

1.5”

Logo Size Specifications

3

Advertising Regulations

Reminder that advertisements, defined as any message inviting, offering or otherwise announcing or promoting the availability of credit, must be reviewed and approved by the legal department prior to release. Advertisements include visual, oral, electronic and print media. Yes, this includes but is not limited to websites and Internet posts, direct mailings, newspapers, magazines, flyers, brochures, newsletters, business cards, and signs. This area is highly dependent upon particular facts and varying state regulations, but a few items that need to be on all company advertisements are individual and Fairway NMLS numbers (business cards need only the individual NMLS) and a copy of the Equal Housing Lender logotype.

Joint Marketing

RESPARESPA and Joint Advertising: Section 8 of the Real Estate Settlement Procedures Act (“RESPA”) prohibits the payment of a fee or any “thing of value” for the referral of business related to a mortgage loan. This means that Fairway may not pay for the advertising expenses for another entity that is in a position to refer business to the company. For example, in general, a loan originator cannot pay the advertising expenses for a realtor or a builder. If Fairway or its employees participate in a joint marketing advertisement, they must pay for the portion of the advertisement dedicated to promoting the company. The same rule applies when Fairway internally prepares promotional materials that list either realtors or builders. In all cases, the costs for joint marketing pieces must be shared on a pro-rata basis.

Please email Jen Tryzna, Staff Attorney, at [email protected] with questions and approval for advertisements.

Disclousure VerbiageEmail: Confidentiality Notice: The information contained in and transmitted with this communication is strictly confidential, is intended only for the use of the intended recipient, and is the property of Fairway Independent Mortgage Corporation or its affiliates and subsidiaries. If you are not the intended recipient, you are hereby notified that any use of the information contained in or transmitted with the communication or dissemination, distribution, or copying of this communication is strictly prohibited by law. If you have received this communication in error, please immediately return this communication to the sender and delete the original message and any copy of it in your possession.

General verbiage for Advertising: This information is not intended to be an indication of loan qualification, loan approval or a commitment to lend. Other limitations may apply.

Pieces with APR *Please note APR calculation must be explained, see example below*This information is not intended to be an indication of loan qualication, loan approval or a commitment to lend. It is also not a quote for a guaranteed interest rate or closing costs. Interest rates can change daily until your rate is locked in. APR is calculated on 365 days basis, with closing costs. Other limitations may apply.

4

Typography

The primary font, Optima Std Bold, is a modern, easy-to-read sans serif font.

Secondary fonts should be chosen wisely, please do not fonts that minimize readability or take away from the brands professional image.

The minimum size for any typeface is 9 point.DO NOT download fonts from the Internet without copyright permission of the typeface author.

Optima Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Optima LT BoldABCDEFGHIJKLMNOPQRSTUVWXYZ

Optima Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ

Optima LT Pro MediumABCDEFGHIJKLMNOPQRSTUVWXYZ

Optima LT Pro ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ

Examples of fonts NOT to use:

Comic Sans MS

Giddy Up Std

Papyrus

5

Colour Palette

Strengthen the Fairway Independent Mortgage Corporation brand by consistently using the Fairway Independent Mortgage Corporation palette.

Pantone Matte Solid 343 is the color found in the Fairway logo.

C M Y K72 38 59 58

R G B3 77 61

PMS 343

Primary Colours

PMS 414 M

C M Y K0 0 10 30

R G B198 197 187

PMS 422 M

C M Y K0 0 0 33

R G B192 193 194

Secondary Colours

PMS 403 M PMS 414 M PMS 414 M

C M Y K0 7 17 43

R G B170 162 150

C M Y K0 5 11 23

R G B211 204 194

C M Y K1 0 25 65

R G B123 122 104

C M Y K80 73 100 20

R G B68 68 36

PMS 439 M

6

Photography

It is important to keep Fairway Independent Mortgage Corporation’s identity, images with business-like or mortgage-like themes, showing interaction are appropriate. When selecting photographics, it is essential to illustrate diversity among ethnic, cultural, age and gender backgrounds.

Photographers should be credited, request permission or purchase rights to ALL photographs. DO NOT take photographs from the Internet, make sure you obey all copyright regulations.

Strategic imagery should give a general idea to explain the copy accompanying it. Imagery that is too detailed or containing color that conflicts with established branding guidelines should not be used. Blocks of accent color may be used to break up the image if so desired to continue the brand.

Examples of Appropriate Photography

7

Graphic Elements

In addition to photography, there are key graphic elements used in the Fairway Independent Mortgage Corp. brand. In order to create consistency and brand recognition throughout all of the Fairway Independent Mortgage Corp. publications, the FIMC marketing materials will employ the use of these graphic elements along with aforementioned color palette, providing a consistent look and feel across all pieces. Fairway Independent Mortgage Corporation will continue to develop a separate theme design for the Annual Sales Meeting and corporate organized events to distinguish it from collateral materials, yet all pieces should incorporate the FIMC logo. Examples of these graphic elements in use can be found in the pages that follow. Please note: These specific elements do not always need to be used.

Wave

Visit us at www.fairwayindependentmc.comThis information is not intended to be an indication of loan qualification, loan approval or a commitment to lend. Other limitations may apply.

Competitive Rates

Excellent Service Before and After Closing

Extensive Products and Programs

FIMC#2289

Online Applications

Early Delivery ofClosing Documents

Quality of Loan Process“Tight and Right” Operations

Congratulations to our Top Originators!

William Murphy#95 Most Loans Closed#127 Top Dollar Volume

Amy Slotnick#83 Top Dollar Volume

Ed Solter#6 Top Volume Gain

#130 Top Dollar Volume

David Lazowski#66 Top Dollar Volume

#134 Most Loans Closed

Louise Thaxton#70 Top FHA

#81 Most Loans Closed#184 Top Dollar Volume

Dennis J. Dennis#66 Top FHA

We Create “Raving Fans” By Providing Customer Service that is “Legendary” Not Just “Satisfactory.” CEO Steve Jacobson

Mortgage Banker

NationwideBranch

Network

Fairway At A Glance : •Mortgage Banker—process, underwrite and fund our own loans•Competitive Rates & closing costs•Experienced Lenders•Early Delivery of closing documents•Exceptional Service before, throughout and after the closing

Featuring:

•Competitive Fixed & Adjustable Rate conventional mortgages•FHA Direct Endorsement Lender with HUD•Competitive Fixed Rate State & Federal VA loans for our Veterans •Zero Down Payment plans with the Rural Housing Program (USDA

As a leader in the mortgage industry, we aim to deliver excellence in every area. Based on client feedback, we constantly strive to advance our systems and technology to improve our efficiency and success ratios. Because market conditions are constantly in flux, we keep our fingers on the pulse of the mortgage market to ensure that you get the best interest rate possible.

This information is not intended to be an indication of loan qualification, loan approval or a commitment to lend.

Other limitations may apply.

SSteve SmithLoan Officer

NMLS#123456, FIMC#2289Fairway Independent Mortgage Corp.

781 Lois DriveSun Prairie, WI 53950Office: 866.912.4800




Corner Swish

8

Branding Collateral LetterheadLetterhead is to be used for official FIMC communications only or with consent from Fairway Independent Mortgage Corporation. The preferred type-face for letterhead documents is Optima Bold 10 point type. Margin settings for letterhead documents are : Top: 2.5”, left 1”, Right 1” and Bottom 1.5”. These margins may be set as a default or template. Letters should be kept to one page., but in instances they don’t subsequent pages should include the page author, page number(s) and document title.

Top Margin - 2.5 in

Bottom Margin - 1.5 in9

Font: Optima LT Pro Medium, Size 10pt

781 Lois Drive, Sun Prairie, Wisconsin 53590 · Toll Free: 866.912.4800 · Fax: 608.837.4723www.fairwayindependentmc.com

Branding Collateral EnvelopesEnvelopes are set in color, however, can be used with just black ink.

Font: Optima LT Pro MediumAddress: Font: Optima LT Pro Medium, Size 9pt

781 Lois Drive, Sun Prairie, WI 53590

10

Branding Collateral Business CardsIt is essential that all of the FIMC business cards have the Fairway logo, appropriate licenses, and licensed addresses.

Font: Optima LT Bold, Optima LT Pro Medium, Optima LT Pro ItalicTitle: Optima LT Bold, Size 9ptLicense Numbers: Optima LT Pro ItalicContact Information: Optima LT Pro Medium

Phone: (608) 837-4800Fax: (608) 837-4723

[email protected]

STEVE SMITHBranch ManagerNMLS#12345 FIMC#2289

771 Lois DriveSun Prairie, WI 53590 Steve Smith

Branch Manager NMLS#12345, FIMC#2289

771 Lois Drive Sun Prairie, WI 53590

Phone – (608) 837-4800 Ext. 12Toll Free: (866) 912.4800Fax – (608) 837-4723

[email protected]

781 Lois DriveSun Prairie, WI 53590

Phone: (608) 837.4800Toll Free: (866) 912.4800

Fax: (608) 837.4723

[email protected]

Ashley BrenemanStrategic MarketingNMLS#12345, FIMC#2289

Steve SmithBranch Manager


Phone – (608) 837-4800 Ext. 12Toll Free: (866) 912.4800

Fax – (608) 837-4723

[email protected]

NMLS#12345, FIMC#2289

11

9pt Optima Bold

8pt Optima LT Pro Italic

8pt Optima LT Pro Medium

Branding Collateral PowerPointPowerpoint templates are useful communication tools and should maintain the brand integrity of Fairway Independent Mortgage Corporation at all times. Downloadable Powerpoint templates are posted on intranet www.askfairway.com under the marketing department or can be requested by email-ing [email protected]. The FIMC PowerPoint template should be used for all Association presentations, both internally and externally.

Presentation TitlePresentation Description

Date

NationwideBranch Network

Mortgage Banker

We Create “Raving Fans” By Providing Customer Service that is “Legendary” Not Just “Satisfactory”.

CEO Steve Jacobson

12

Branding Collateral

BrochureIt is essential for FIMC to incorporate a consistent format within families of materials. For example, the same design elements, font and complimentary colors, for branch and loan officer brochures.

Fairway At A Glance : •Mortgage Banker—process, underwrite and fund our own loans•Competitive Rates & closing costs•Experienced Lenders•Early Delivery of closing documents•Exceptional Service before, throughout and after the closing

Featuring:

•Competitive Fixed & Adjustable Rate conventional mortgages•FHA Direct Endorsement Lender with HUD•Competitive Fixed Rate State & Federal VA loans for our Veterans •Zero Down Payment plans with the Rural Housing Program (USDA

As a leader in the mortgage industry, we aim to deliver excellence in every area. Based on client feedback, we constantly strive to advance our systems and technology to improve our efficiency and success ratios. Because market conditions are constantly in flux, we keep our fingers on the pulse of the mortgage market to ensure that you get the best interest rate possible.

This information is not intended to be an indication of loan qualification, loan approval or a commitment to lend.

Other limitations may apply.







As a leader in the mortgage industry, we aim to deliver excellence in every area. Based on client feedback, we constantly strive to advance our systems and technology to improve our efficiency and success ratios. Because market conditionsare constantly in flux, we keep our fingers on the pulse of the mortgage market to ensure that you get the best interest rate possible.


NMLS#123456, FIMC#2889

781 Lois DriveSun Prairie, WI 53950

866.912.4800 Office

[email protected]

This information is not intended to be an indication of loan qualification,loan approval or a commitment to lend. Other limitations may apply.

Fairway At A Glance:

•Mortgage Banker—process, under-write & fund our own loans

•Competitive Rates & closing costs

•Experienced Lenders

•Early Delivery of closing documents

•Exceptional Service before, throughout & after the closing

Featuring:

•Competitive Fixed & adjustable rateconventional mortgages

•FHA Direct endorsement Lender with HUD

•Competitive Fixed rate State & Federal VA loans for our Veterans

•Zero Down Payment plans with theRural Housing Program (USDA)

Hhome financing your way!

13

Branding Collateral FlyersFlyers should include your full name, title, licensed address, state licensed numbers, FIMC#2289 company id, email and website address (if applicable).The guidelines set forth in this document must be adhered to in terms to use of logo and tagline, typography, images and graphic images.

This information is not intended to be an indication of loan quali�cation, loan approval or a commitment to lend. It is also not a quote of guaranteed interest rates or closing costs. Interest rates can change daily until your rate is locked in. Other limitations may apply.

Start with us!We o�er an array of mortgage loan products with �exible features designed for �rst-time homebuyers. As you begin the home loan process, you may want to keep these considerations in mind:

How much can I a�ord?Many experts suggest that your monthly payment not exceed 30% of your total income. We will help you �nd a loan program that’s suitable for you.

What are closing costs?There are a variety of costs needed to fund a loan and purchase a home. We can let you know about all of these expenses up front.

Planning to buy your first home?

What does Loan-to-Value mean?This is the amount you are able to borrow on a home — 80% �nancing means you can get a loan for 80% of the value of the home.

What are points?Points are fees the borrower chooses to pay the lender at the time the loan is closed, expressed as a percent of the loan. One point is equal to 1% of your total mortgage loan. Some borrowers choose to buy down their interest rate by paying more points up front.

For more information, contact me today.


NMLS#123456, FIMC#2889781 Lois Drive

Sun Prairie, WI 53950866.912.4800 O�ce

[email protected]

14

Branding Collateral Websites: Ellie Mae WebcenterThe FIMC website is often the first point of contact that a potential client and general public will see. Therefore, it is critical that the brand is reflected appropriately on the homepage and all the secondary pages. The guidelines set forth in this document must be adhered to in terms to use of logo and tagline, typography, images and graphic images.

Ellie Mae WebCenterAll Fairway loan officers are provided a free personal website, as part of our affiliation with Ellie Mae. To request a site once your encompass login has been issued, please email [email protected]. Kathy will create your site with the appropriate license numbers, address and telephone information. She can also point your domain for you if you have one, directly to your site. To have your site design further customized please email [email protected].

Key Features: Receive secure applications, no additional costSecure Loan applications via a secure socket layer link link on your Encompass website. Easily import applications into the LOS program. Design templates available – Ashley can make your site fit your geographic location!

Site Customization:Choose from an existing library of Ellie Mae graphics and themes or choose from Fairway branded themes and banners or have your own style created. Ashley Breneman, [email protected] would also be more than happy to assist with customizing page themes, web banners, and content.

You may keep this generated domain or you may purchase a domain from a source such as found on www.godaddy.com or a similar domain name registrar. We can connect that domain name to your site for you if you can provide us with the following: • Domain name • Username & Password (setup with domain name provider)• Password Just email [email protected] with the information above and she can point your domain for you.

15

Branding Collateral E-mailEmail is the major form of communication today. Email stationary should include your full name, title, licensed address, state licensed numbers, FIMC#2289 company id, email and website address (if applicable). All emails should include:

Confidentiality Notice: The information contained in and transmitted with this communication is strictly confidential, is intended only for the use of the intended recipient, and is the property of Fairway Independent Mortgage Corporation or its affiliates and subsidiaries. If you are not the intended recipi-ent, you are hereby notified that any use of the information contained in or transmitted with the communication or dissemination, distribution, or copying of this communication is strictly prohibited by law. If you have received this communication in error, please immediately return this communication to the sender and delete the original message and any copy of it in your possession.

The HTML e-mail is another way to extend an organizational message to a large public audience. HTML emails should include the FIMC logo, licenses, and appropriate disclaimer (depending on the message, please send to legal prior to distribution). HTML email designs should adhere to the FIMC color palette.

771 Lois Drive, Sun Prairie, WI 53590 | Phone: (608) 837-4800 | Fax: (608) 837-4723Fairway Independent Mortgage Corporation, 2010 All Rights Reserved.

Designated trademarks and brands are the property of their respective owners Use of this Web site constitutes acceptance of our Terms of Use

NMLS Entity ID # 2289

Start with us!We o�er an array of mortgage loan products with �exible features designed for �rst-time homebuyers. As you begin the home loan process, you may want to keep these considerations in mind:

How much can I a�ord?Many experts suggest that your monthly payment not exceed 30% of your total income. We will help you �nd a loan program that’s suitable for you.

What are closing costs?There are a variety of costs needed to fund a loan and purchase a home. We can let you know about all of these expenses up front.

What does Loan-to-Value mean?This is the amount you are able to borrow on a home — 80% �nancing means you can get a loan for 80% of the value of the home.

Steve SmithBranch ManagerNMLS#123456, FIMC#2889781 Lois DriveSun Prairie, WI 53950866.912.4800 O�[email protected]

17


Toll Free: 866.912.4800Fax: 608.837.4723

www.askfairway.com

Fairway Marketing

Ashley BrenemanStrategic Marketing

[email protected]

www.askfairway.com